Decrease Junk Leads from Meta Lookalikes

Filter customers by company size, industry, and seniority. Within Primer, use the historical win rates feature to identify which attributes have the highest closed won rate. If building a list outside of Primer, enrich with personal email to match to Meta’s identity graph. Or let Primer take care of the enrichment for you.

Whether in Primer or externally, build a massive list of people to exclude: students, free users, <50-employee firms, irrelevant titles.

Seed list = Custom Audience; Create a 1% lookalike in the audience manager.

Include lookalike audience. Keep Advantage+ Expansion OFF. Make sure to apply exclusions at the ad-set level.

Compare MQL, CPL, and SQL conversion rates of two ad sets both with the lookalike but one with exclusion and one without. Note: this play will not work for an ABM go-to-market motions. It typically only works for customers with very large addressable markets.